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Kent Cigarettes Milds Charcoal Filter



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Kent Cigarette Advertising. Ads in 1955

Kent Cigarette Advertising. Ads in 1955

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B. A. T (U. K. and Export) Ltd., to market Kent in the U. K.
From July 1, 1979, the marketing and distribution of Kent cigarette brands in the UK will be taken over by B. A. T (O. K. & Export) Limited on the expiry of a five-year agreement between the US company Lorillard and Imperial Tobacco (Imports) Limited, which currently markets the brand. In 1978 B. A. T., through its Moorgate Tobacco subsidiary, acquired all the overseas cigarette business of Lorillard, of which Kent is the major brand. The decision to take over Kent in the UK marks a further step in the rationalization of Brown & Williamson International Tobacco's operations, and adds an international brand to B. A. T (U. K. and Export)'s U. K. range.

'Mild' image
Kent brands account for some 95 of all Lorillard sales outside the U. S. Introduced in America in 1954 in the familiar white pack and with the much-publicized 'Micronite' filter, Kent quickly established itself as a "mild" cigarette. In the mid 1950s it received prominent coverage through the Readers Digest analysis of cigarette brands marketed in the US, which put Kent top of the low-delivery table. By 1955, when the 'hi-fi' sector made up 1% of the total US volume, Kent was the dominant 'mild' brand leader world wide. As more and more smokers turned to 'milder' cigarettes, so Kent's market share grew. Although it no longer heads the low delivery table, (the King Size standard version of Kent in the U. S. A. delivers 16 mg PMWNF and 1 mg nicotine), Kent retains its "mild" image and provided a credible base from which Lorillard launched its very successful lower-delivery Kent Golden Lights.

1979

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